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Factors Influencing Customer Purchase Intention: Reference to Social Media Advertising

Author:

S. M. F. Shafnaz

Sabaragamuwa University of Sri Lanka, LK
About S. M. F.
Centre for Research & Knowledge Dissemination
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Abstract

Social media plays a vital role in the lives of customers. Customer buying decision is influenced by social media advertising (SMA). It is a great challenge of marketers, to identify how customers’ make purchasing decisions and what factors influence their purchase decision. Current study is conducted to identify factors of SMA influence customer purchase intention. Theoretical framework developed based on the UTAUT2 model (performance expectancy, hedonic motivation, & habit) including interactivity and informativeness. Data collected from 400 respondents through google forms with 81% of response rate. Data analyzed through correlation and multiple regression techniques. Results revealed performance expectancy, hedonic motivation, interactivity & informativeness impacted on purchase intention whereas habit was not a significant influencing factor. Facebook dominates in Sri Lanka and informativenss is the strongest influencer of purchase intention. Furthermore, SMA is more effective in advertising products to male, young, & educated customers.
How to Cite: Shafnaz, S.M.F., 2021. Factors Influencing Customer Purchase Intention: Reference to Social Media Advertising. Wayamba Journal of Management, 12(2), pp.350–372. DOI: http://doi.org/10.4038/wjm.v12i2.7544
Published on 30 Dec 2021.
Peer Reviewed

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